Goal
Test user understanding of the e-commerce content page.
Methodologies
+ Online Survey.
+ Usability Testing.
+ In-depth Interviews.
+ Personas & User Journey Workshop.
+ Usability Testing.
+ In-depth Interviews.
+ Personas & User Journey Workshop.
Survey
We conducted an online survey with 520 participants to understand their shopping behaviors, e-commerce usage, and content format preferences.
Key insights included:
+ Users' preferred ways to browse and compare products.
+ Common pain points in content presentation.
+ The differences in decision-making processes for various types of products.
+ Users' preferred ways to browse and compare products.
+ Common pain points in content presentation.
+ The differences in decision-making processes for various types of products.
Usability Testing
We conducted usability tests with 12 users—6 familiar with the website and 6 first-time visitors. We tested purchases across different product categories on Android mobile devices or desktop computers.
+ We recorded screen interactions, facial expressions, and hand movements during the test.
+ The footage was later edited into a highlight video summarizing key usability challenges.
+ The footage was later edited into a highlight video summarizing key usability challenges.
Workshop & Co-Creation
The 3-day workshop was structured as follows:
+ Day 1: Presentation of research findings (survey + usability test).
+ Day 2: Co-analysis session—categorizing key issues and creating user personas based on research insights.
+ Day 3: A multidisciplinary team developed user journeys and co-created solutions for the identified problems.
+ Day 1: Presentation of research findings (survey + usability test).
+ Day 2: Co-analysis session—categorizing key issues and creating user personas based on research insights.
+ Day 3: A multidisciplinary team developed user journeys and co-created solutions for the identified problems.
Main Results
+ A concise, engaging video was created to showcase key usability challenges, making the findings easy to understand and act upon.
+ The workshop helped prioritize issues with cross-functional teams, aligning expectations across departments.
+ Actionable solutions were developed to improve content clarity and user experience on the website.
+ The workshop helped prioritize issues with cross-functional teams, aligning expectations across departments.
+ Actionable solutions were developed to improve content clarity and user experience on the website.
This research project successfully combined quantitative and qualitative methods to drive improvements based on real user insights.
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